Travel industry Big Data specialist, Mark Ross-Smith, speaks with Jonathon
Wardman Vice President CRM at Hilton about hotel guest data, how Hilton is
leveraging the use of data, and the success of the much publicized Stop
Clicking Around campaign. Hilton has not fully embraced the power of big data
and predictive analytics, and we hope Jonathon can provide more insight to
what Hilton is up to in the big data space.
Jonathon has been with Hilton for over 10 years in business technology roles.
For much of his career, working on projects that design, build or implement
revenue management systems. Jonathon took over CRM three years ago with the
goal of expanding optimization, data-driven marketing and personalization
across the customer journey and in all customer channels.
Mark: Hilton collects a lot of guest, hotel and ephemeral data. What
challenges do you face in ut... (more)
Every organization collects, stores and retains portions of dark data. It's
the digital equivalent of emotional baggage which hangs around after every
user interaction, transaction, and customer engagement.
In fact, not using data effectively is costing United Airlines almost $1
Billion annually in lost revenue.
Gartner Inc. describes dark data as "information assets that organizations
collect, process and store in the course of their regular business activity,
but fail to use for other purposes."
For travel companies with a strong online presence, dark data represents a
How valuable would it be to know everything about your customer's
interactions with your competition? Creating a 360-degree customer view is
considered the holy grail of customer intelligence, and you can create it,
Would you like to know how much they're spending, when they're spending, why
they're buying with the competition and not you, what drives their purchase
behavior and what steps you can take to capture a greater share of wallet.
This consumer intelligence is fundamentally obtained and analyzed through the
creation of a 360-degree customer profile platform, which... (more)